Globe Telecom’s Rogue One Ad Wins at Brand Film Festival New York

May 12, 2017 | 05:46 PM

Public Company Information:

PSE: GLO

Globe Telecom’s advertisement for Rogue One: A Star Wars Story,
entitled “Mask”, bagged the award for Best Short Form in the recently
held 2017 Brand Film Festival New York. Globe Telecom is the first
Philippine brand to be part of the film fest’s roster, as well as the
sole winner for Asia this year.

The winning ad was part of the company’s #CreateCourage campaign
about people fighting battles that others might not immediately
see—and how even a fragile child can demonstrate immense strength in
the face of adversity. The campaign was done in partnership with
Disney as part of a multi-year alliance with the entertainment giant.

Brand Film Festival New York showcased 2016’s most artistic,
creative, and effective branded content films—from YouTube videos to
long-form documentaries. Held annually, it is a unique gathering that
honors a new generation of marketing storytellers while rewarding the
brands, agencies, and craftspeople leading the way in their fields.

Entries were open to any organization within the U.S., Americas, and
Asia-Pacific. Categories included sports, branded program, brand
documentary, and virtual reality, among others. Submissions came from
various brands, agencies, production companies, and more. The jury
comprised of top creatives from the worlds of PR, advertising,
digital, production, film, and media. This year’s jury chair was Judy
John, Leo Burnett’s CEO for Canada & Chief Creative Officer in
North America.

The Globe advertisement told the story of Alex, a young Star Wars
fan who hides her sickness behind a Stormtrooper mask, with the mask
helping her to be bold even when facing others. The #CreateCourage
campaign encouraged people to change their social media profile
pictures to creative photos of them wearing Stormtrooper helmets and
to complete the caption “#CreateCourage to ____.” The most inspiring
posts won special prizes—from movie passes to limited edition Rogue
One gift packs, as well as a trip to the Orlando Star Wars Celebration
held last April.

“Creating societal value is important to us in any campaign that we
take on. Rogue One: A Star Wars Story had very inspiring values
that allowed us to come up with the story for the ad. We are humbled
with the opportunity to give children a voice through this ad,
shedding light on their resilience despite challenges. Being
recognized by an institution such as the Brand Film Festival New York
is truly an honor for all of us at Globe,” said Albert de Larrazabal,
Chief Commercial Officer, Globe Telecom.

The #CreateCourage ad also received a citation in the Best Corporate
category at the Brand Film Festival awards alongside Nutella®
Originals Presents: Spread the Happy Series, Season 1 and CableLabs
and Ivory Worldwide for ‘The NearFuture’. It also garnered a silver
award at Asian Ad Fest.

“Mask” also led in the Philippines’ Kidlat Awards, which is an
annual creative competition celebrating the country’s best and most
creative advertising work. Globe brought home the coveted Grand Kidlat
award in the Film category, as well as Gold awards for Best Direction
and Best Editing.

When it was launched in December 2016, the ad hit viral status in a
matter of days, reaching 45 Million views from around the world. In
the first two days of the campaign, the ad received 3.9 million views,
88,000 shares, and 144,000 reactions on the Globe Facebook page. It
was also the only Filipino ad to be featured in CNN International’s
article on 2016 Holiday Videos, a selection of ads which highlighted
tolerance and togetherness; this despite the fact it was not a
Christmas-themed story. It has also been featured in international
websites such as The Huffington Post, Adweek, and
Mashable to name a few.

Images from Globe Telecom’s award winning ad that was part of its
#CreateCourage campaign in December 2016. The ad has since garnered
recognition internationally, including the latest Brand Film
Festival, New York.